TAT records strong outcomes from MATKA Travel Fair 2026 participation

The Tourism Authority of Thailand (TAT) recorded positive results from its participation in MATKA Travel Fair 2026, held from 15–18 January 2026 in Helsinki, Finland, reinforcing Thailand’s position as a high-quality, value-oriented destination for Nordic travellers.

The Nordic market continues to play a strategic role in Thailand’s long-term tourism development. Participation in MATKA reflects TAT’s commitment to quality-led growth through the Airline Focus Strategy and close cooperation with airlines and tourism partners. These efforts aim to strengthen air connectivity while aligning Thailand’s tourism offerings with global trends in wellness, sustainability, and meaningful travel experiences.

At the fair, TAT placed the Airline Focus Strategy at the centre of its activities, holding discussions with key Nordic travel stakeholders such as Finnair, Turkish Airlines, Tjäreborg, Aurinkomatkat, Ikkunapaikka, and Rantapallo. Cooperation also continued with airline partners including Thai Airways International, Bangkok Airways, Finnair, SAS, Norse Atlantic Airways, and TUI Airways, with the shared objective of expanding flight frequency and improving access to Thailand throughout 2026.

The success of this strategy was reflected in visitor figures. In 2025, tourist arrivals from Finland reached 93,906, while arrivals from the wider Nordic and Baltic markets totalled 667,890, representing growth of 10.42 percent. These results demonstrate the impact of sustained collaboration between TAT, airline partners, and tourism businesses.

During the event, TAT also promoted its new global campaign under the concept “Healing is the New Luxury,” highlighting Thailand as a year-round destination for physical and mental rejuvenation. The campaign supports a shift from volume-based tourism to value-driven travel that prioritises quality, balance, and long-term sustainability.

TAT’s participation was supported at the diplomatic level, with the Thailand Pavilion officially opened by the Ambassador of Thailand to Finland together with the TAT Governor. The pavilion served as a platform for tourism promotion, business negotiations, media engagement, and cultural showcases, strengthening Thailand’s brand presence and reinforcing its direction toward premium, sustainable tourism growth.